Red Bull: Creating a category (a 20+ year relationship)
In 1996 AMS were appointed to help create a completely new sector within the energy drinks market effectively from a zero base in the UK: Year 1 sales = 6m cans. The UK was unique due to the long heritage of Lucozade and its energy drink dominance.
We set out to reach those most likely to need the product functionally, but also relate to the brand and its ethos. These early adopters were very light consumers of media, so our targeting had to be extremely refined if we were to use our limited budget effectively. This audience has of course evolved over the last 20+ years, but the diligence in targeting whilst staying true to the brand remains the same.
- Programme-led branding via TV, Cinema & Digital
- Product-specific OOH, Press & Radio
- Event support driving awareness & participation
- Media "firsts" to add innovation and cut-through
Current sales = in excess of 350m cans
"With AMS we built the strongest and most profitable brand in the soft drinks industry, by thinking the unthinkable and doing the improbable, we left them wondering how it was done" - Harry Drnec (former MD, Red Bull UK)